Mauritius-based hospitality group The Lux Collective (TLC) is embarking on a significant global expansion phase, officially marking its entry into the Middle East while simultaneously bolstering its footprint across China and South-east Asia. With a robust development pipeline spanning the next few years, the hospitality company has scheduled a series of high-profile property openings between 2027 and 2030, introducing its diverse portfolio of lifestyle brands to exciting new tourism destinations and dynamic urban markets.
Currently, The Lux Collective successfully manages and operates a collection of 15 distinct resorts situated across Mauritius, the Maldives, Réunion, Tanzania, Rwanda, and China. As part of its next chapter of strategic growth, the group is preparing to scale its operations into entirely new international territories. This expansion will be spearheaded by its signature lifestyle and experiential brands, namely Lux*, Salt, and Socio, alongside the strategic introduction of its dedicated branded residences offering to cater to the growing global demand for luxury residential-style hospitality.
Strategic Middle East Debut in Sharjah and Oman
TLC’s highly anticipated entry into the Middle East will formally commence in the United Arab Emirates, anchored by two landmark properties in Sharjah. The group is set to launch both Lux Al Bridi and Lux Khorfakkan in the fourth quarter of 2027. These properties are expected to showcase the brand’s commitment to immersive, design-driven hospitality tailored to modern luxury travelers seeking both exploration and tranquility within unique natural and cultural landscapes.
Navigating the complexities of regional expansion amid ongoing geopolitical uncertainty requires a resilient commercial strategy. Addressing these market dynamics, Paul Mulcahy, chief commercial officer at The Lux Collective, shared valuable insights during an interview with TTG Asia. Discussing the group’s confidence in the region’s enduring appeal, Mulcahy noted that while future events are unpredictable, the Middle East has consistently demonstrated a remarkable ability to bounce back swiftly following any geopolitical disturbances.
Mulcahy emphasized that domestic markets, particularly within the Gulf Cooperation Council (GCC), will play a crucial foundational role in supporting the Sharjah debut. The new properties are strategically positioned to attract local residents looking for high-end staycations or memorable weekend getaways. In tandem with robust domestic demand, the hospitality group is maintaining a strong focus on attracting key European feeder markets, which have traditionally shown a profound affinity for the region’s luxury tourism offerings.
Beyond the United Arab Emirates, TLC is extending its footprint deeper into the Gulf region. The group’s vibrant Socio brand is slated to make its regional debut in Oman, with an official opening targeted for the third quarter of 2030. Furthermore, the luxury lifestyle group is making its inaugural foray into the Middle East’s lucrative branded residences segment with the introduction of Elire Managed by Lux*, which is scheduled to welcome its first residents and guests in Dubai by the first quarter of 2029.
Expanding Footprint Across China’s Urban and Natural Destinations
While establishing a fresh presence in the Middle East, China remains a foundational pillar in The Lux Collective’s overarching international growth strategy. The group is preparing to elevate its presence in the country by entering one of its four major urban hubs for the very first time, demonstrating a deep commitment to the Chinese market where it already maintains an established operational footprint.
A major milestone in this urban expansion is the scheduled opening of Lux On The Bund Shanghai in the second quarter of 2027. Situated in one of the city’s premier waterfront locations, the upcoming property will offer guests sweeping, unobstructed views of the iconic Bund, the historic Huangpu River, and the glittering Shanghai skyline. Highlighting the unique experiential nature of the property, Mulcahy explained that Lux On The Bund Shanghai is designed to serve as a tranquil urban retreat away from the bustling city streets, complete with an exclusive private yacht available to guests for bespoke evening excursions along the river.
Continuing its momentum in China’s thriving urban hospitality landscape, TLC has slated the opening of Lux* Guangzhou for the first quarter of 2028. Developed as an urban resort located in the dynamic Huangpu District, the property will provide guests with another sanctuary-like escape nestled within a major metropolitan center, blending modern conveniences with relaxation.
In addition to its urban ventures, TLC is deliberately expanding into China’s renowned natural and cultural landscapes. The group is preparing to launch Lux* Shaoguan in northern Guangdong, with an opening targeted for the fourth quarter of 2028. This move is complemented by the ongoing development of the experiential Salt brand within the country. Salt of Mount Siguniang, scheduled to open in the fourth quarter of 2028, will be located inside a traditional Tibetan village within Sichuan province. Positioned right next to Mount Siguniang National Park—a designated part of a UNESCO World Heritage Site—the property holds the distinction of being planned as the first international hotel brand to open within the strictly protected area, offering travelers unprecedented access to untouched alpine scenery.
Venturing into South-east Asia with Indonesia and Vietnam
Rounding out its ambitious international pipeline, The Lux Collective is actively preparing to introduce its hospitality concepts to two of South-east Asia’s most sought-after destinations: Indonesia and Vietnam. These upcoming properties reflect the group’s keen eye for emerging coastal hotspots and innovative resort concepts.
The group will make its official entry into Indonesia with the launch of Salt of Virgin Beach in Bali, which is scheduled to open its doors in the third quarter of 2028. This property will bring the Salt brand’s distinct focus on sustainability, community engagement, and minimalist luxury to one of Bali’s most picturesque coastal settings.
Simultaneously, the flagship Lux brand is set to make its maiden voyage into Vietnam. Luxnam Phu Quoc is scheduled to open in the first quarter of 2028 and is proudly positioned to become the country’s very first overwater resort. By combining innovative architectural design with high-end hospitality standards, the Vietnamese property is expected to set a new benchmark for luxury leisure travel within the region, drawing discerning travelers from across the globe as TLC continues its steady march toward its 2030 strategic horizon.
